Photo Cyril Lagel
Are You Still Thinking The Old Way ?
The present quickly becomes the past as ever-increasing technology advances faster than the human capacity to absorb it, leaving many still thinking in old ways and trying to do the same things as before, using the same old models.
Analysing old media models for brands trying to reach consumers, the question has to be: Are these previously successful media processes currently engaging consumers effectively? The answer increasingly is: No, they are not.
Today, thanks to technology, consumers want to interact with brands, to question them and to get answers. On the other hand, if brands want consumers to follow them, they need to engage them.
Brands have to wake consumers up and engage them with strong topics, have them reply and follow brands. Fortunately some brands are beginning to learn how to navigate in new ways to activate consumers’ brains in their favour.
Analysing old media models for brands trying to reach consumers, the question has to be: Are these previously successful media processes currently engaging consumers effectively? The answer increasingly is: No, they are not.
Today, thanks to technology, consumers want to interact with brands, to question them and to get answers. On the other hand, if brands want consumers to follow them, they need to engage them.
Brands have to wake consumers up and engage them with strong topics, have them reply and follow brands. Fortunately some brands are beginning to learn how to navigate in new ways to activate consumers’ brains in their favour.
TV Campaign ?
Very soon, brand spending money on big TV campaigns, even on prime time, it won’t help much. TV viewership and applications are rapidly changing and while older generations are still looking to TV for their news, younger audiences are finding fewer need for traditional TV. News is coming instantaneously via Twitter and series can be downloaded by streaming and watched at a convenient time. Adding to the problems with digital advertising is new technology that will block ad content from consumers.
Printed Magazine Advertising and Content ?
I love magazines, the smell of paper, the glossy pictures but the question again is: How does a printed publication truly engage consumers? With this media form, it is becoming increasingly difficult even with the most beautiful and popular magazines. They are dated the minute they are opened, if they are opened at all. With social events being organized, for example, consumers need accurate, up-to-date information only available online. Magazines should be interactive to be really useful, and they should connect to the store, to the brand’s website and invite consumers to engage.
Facebook and Co ?
Brands and companies are still working on a local budget and are still investing in national campaign while the world is now global. How can you invest in a campaign on the web targeting specific countries only. This model is not concrete. If you target a campaign on the web you reach the world. I don’t believe in fake campaign promising to reach a specific country.
On the web you can only reach your network and enlarge it with more followers, you cannot force people to follow you, this is what we call false campaign.
A brand should have true followers not false followers they buy through social media because these followers will not be engaged.
This advertising model is being made obsolete by social media that are not bound by country borders, meaning that brands can have much more effective and less expensive global brand strategies.
No one can escape the fact that digital is completely changing the way brands and companies could enlarge their potential audience without limits, reaching a small village in China or the far east countries without any boundaries just by going on the web.
On the web you can only reach your network and enlarge it with more followers, you cannot force people to follow you, this is what we call false campaign.
A brand should have true followers not false followers they buy through social media because these followers will not be engaged.
This advertising model is being made obsolete by social media that are not bound by country borders, meaning that brands can have much more effective and less expensive global brand strategies.
No one can escape the fact that digital is completely changing the way brands and companies could enlarge their potential audience without limits, reaching a small village in China or the far east countries without any boundaries just by going on the web.
New Media ?
New Media will provide bi-directional messaging that encourages consumers to respond with their opinions, questions, and stories.
Brands are also beginning to understand now that even though printed magazines are beautiful but they are truly limited and that those brands should instead consider less expensive e-magazines that are instantly interactive and can truly engage consumers.
What is really going on with current brand advertising, whether TV or magazine, is a one-directional means of brands imposing their message on consumers who are becoming sick of them and increasingly want to avoid them as much as possible. New Media will provide bi-directional messaging that encourages consumers to respond with their opinions, questions, and stories. This is how media and brands will truly engage consumers.
Brands are also beginning to understand now that even though printed magazines are beautiful but they are truly limited and that those brands should instead consider less expensive e-magazines that are instantly interactive and can truly engage consumers.
What is really going on with current brand advertising, whether TV or magazine, is a one-directional means of brands imposing their message on consumers who are becoming sick of them and increasingly want to avoid them as much as possible. New Media will provide bi-directional messaging that encourages consumers to respond with their opinions, questions, and stories. This is how media and brands will truly engage consumers.
I am Simply a Blogger
Many social media-focused people like myself have more followers in social media than some glossy magazines and my posts are engaging consumers to follow me on blogs, and e-magazines. I am simply a blogger, sharing ideas and my vision of the world, and yet there are thousands of people like me, making us a huge media network reaching millions of consumers world-wide.
Have a look to the number of clicks that Facebook, Linkedin, YouTube, Twitter register each day. They are the New Media, but they are nothing without us. If tomorrow everyone decide to leave them or if someone start to close them down.. They are empowering people and are becoming very powerful.
Have a look to the number of clicks that Facebook, Linkedin, YouTube, Twitter register each day. They are the New Media, but they are nothing without us. If tomorrow everyone decide to leave them or if someone start to close them down.. They are empowering people and are becoming very powerful.
Chose an Agency that Understands How to Engage Consumers
Finally, if you want to reach what consumers are looking for, follow the New Luxury Media Group and have your brand certified New Luxury. You will find consumer looking for those kinds of products and New Luxury Products represent a growing consumer sector. Consumers want to know where to find these products and who they can trust.
Also chose an agency that understands how to engage consumers who need alternatives to the stale advertising of the old model. Make sure your agency will not apply the same old patterns almost guaranteeing your advertising dollars or euros will not be used properly.
We can introduce you to the ways we would invest our own money, Experiential Marketing, and events inviting clients to the retail stores where they can interact with consumers and provide them with timely information about their own product needs.
If you still believe it is difficult to differentiate yourself as a brand and effectively engage consumers we can talk about this, since it is our expertise.
Also chose an agency that understands how to engage consumers who need alternatives to the stale advertising of the old model. Make sure your agency will not apply the same old patterns almost guaranteeing your advertising dollars or euros will not be used properly.
We can introduce you to the ways we would invest our own money, Experiential Marketing, and events inviting clients to the retail stores where they can interact with consumers and provide them with timely information about their own product needs.
If you still believe it is difficult to differentiate yourself as a brand and effectively engage consumers we can talk about this, since it is our expertise.
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